Customer Journey Mining at ING DIRECT Australia

18:16Recorded on 18 June 2014 at TU Eindhoven

John Müller(ING, Netherlands)

As a data scientist during a project at ING in Australia, John struggled with finding the right kind of visualization that he could show to the business user. He discovered that process mining was the perfect tool for the job.

Synopsis

John Müller is a data scientist at ING bank. During a project of analyzing website data before the customer calls the help desk, it hit him that this data could be seen as a customer journey process. Just because a website has no specific order in which people have to click did not mean it is not possible to use process mining.

There was a clear start (the login), a clear middle (the switch to the call center) and a clear end (a hopefully satisfied customer hanging up). Analyzing the customer journey data with process mining changed the way questions were asked, because the process mining tool allowed the business user to explore their own process and find their own answers, thus using their domain knowledge to the fullest.

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